Arla foods

Design brief updated! (18 Sept , 12pm KL time)

Design a range of 3 sku of chocolate milk prisma 200ml, each can have its own different design style based on their own route:
sku 1: Good for mental strength
chocolate milk with added DHA
(note: is non organic for this)

sku 2: Good for physical strength
Organic chocolate milk
(with high protein claim)

sku 3: Inspire inner strength (ie: confidence – true to yourself)
Organic chocolate milk)
(with all ingredients declared on front pack - honesty)

packaging to work on:
sample of 200ml prisma packaging (front facing needed only - please use AI file uploaded).
Reference of picture pack as per this site:
https://www.google.dk/search?dcr=0&biw=1324&bih=652&tbm=isch&sa=1&q=sig+200ml+blank+prisma&oq=sig+200ml+blank+prisma&gs_l=psy-ab.3...1018.2602.0.2793.12.8.0.0.0.0.514.985.4-1j1.2.0....0...1.1.64.psy-ab..10.0.0....0.09FETfcAnSM#imgrc=cTn3Adn16gC0zM:&spf=1505655479219&imgdii=8YpA6s7VxVu77M:

Overall concept is based on strength.
optional for packaging to include sub-brand name: Power (as potential working title for sku 1 & 2) and REAL (for sku 3)

Design to focus on bringing out 2 key message :
1. Is a natural product - Through tone, design visual & especially message on pack – RTB / reason to believe
2. It makes you strong - 3 skus : mentally strong, physically strong (bones & bodies), inner strength (confident, brave, adventurous, etc)

No 1 claims / key RTB for
sku 1: + / added DHA
sku 2: high in protein 3.4g
sku 3: only 6 ingredients*

*Organic milk
Organic cane Sugar
Organic Cocoa powder
Stabilizers
Natural flavourings
Vitamin A+D

Other generic claims on pack (self select) across all range ( no need to put all , but feature few that is most relevant)
- made from fresh cow’s milk
- imported from Europe
- high in protein, calcium and vitamins
- Nature’s goodness. No nonsense (potential tagline)

expectations:
Clarity and simplicity yet highly distinctive packaging
With clear brand name and product
Honesty & Authenticity
Have Originality, character and memorability
Shelf impact
Differentiate from competitors
Extensibility
easy introduction of a new line extension (product variation)

Speak to dual audience:
Speak to mum (purchaser)
Older kids / teens (both girl & boy 10 - 14 yo) (influencer)

mandatory elements:
Arla logo
Cloud outline
200ml prism pack
see example:
https://www.google.dk/search?q=arla+200ml&rls=com.microsoft:en-GB:IE-Address&dcr=0&source=lnms&tbm=isch&sa=X&ved=0ahUKEwi89KWlrKzWAhWKJVAKHRUtBIYQ_AUICigB&biw=1324&bih=652#imgrc=psFcrWKbyeZQEM:&spf=1505655627960

elements to avoid:
Cluttered design
This colour tone (own by other players)
Cartoon characters / too childish visual

dual audience:
Speak to mum (purchaser) - believes in no nonsense product yet has nutrition good for kids
Older kids / teens (both girl & boy 10 - 14 yo*) (influencer) - finds product fun / sexy / cool / tasty / stylish
*it should also appeal to 7-10 yo who aspire what 14 yo aspires.

Latest update : 18 Sept 19.00 KL time

Noticed some of the design received are not as differentiated and unique.
I would like you to look at some good packaging references here. Note that the 3 routes of the 3 sku can be completely different and not necessary follow the same tone and manner.


Physical power / strength:

https://www.arlafoods.co.uk/brands/arla-protein/chocolate-flavoured-milk-drink-50pct-less-sugar-479ml-22808/

https://www.amazon.com/Organic-Calorie-Sparkling-Caffeine-12-Ounce/dp/B01DA5ME50

http://www.mousegraphics.eu/works/moo_-brazil

https://www.pinterest.com/janpatrickmeyer/packaging-design/

https://99designs.dk/blog/inside-99designs/best-packaging-design-2017/

Mental power / strength

https://fairlife.com/our-products/chocolate-milk/

https://www.pinterest.com/drinkneuro/neuro-sonic/

http://www.powerbrands.us/functional-beverage-consulting/

http://hiphostessnyc.blogspot.dk/2011/12/


Colour tone simplicity

http://biohandel-online.de/produkte.html?pid=173

https://www.runnersworld.com/deals/fuel-up-for-your-long-runs-with-amazons-deal-of-the-day-on-gatorade-products


tastiness:

http://www.maisondidee.com/portfolio/kalo-cereals-oats-and-new-packaging/

https://guide.alibaba.com/shop/orgain-creamy-chocolate-fudge-11-ounce-container-pack-of-12_9961490.html

http://eats.coolmompicks.com/2017/09/11/low-sugar-drinks-school-lunch-juice-box-alternatives/


https://onthemoveorganics.ca/content/so-delicious-unsweetened-coconut-milk-946ml

http://www.pressat.co.uk/releases/berrywhiter-awarded-best-juice-drink-27cf919f84e930dac2845891128cca50/


Honesty – ingredients shown:

https://www.walmart.com/ip/Haagen-Dazs-Five-Milk-Chocolate-Ice-Cream-14-oz/13281765

http://www.cstoreproductsonline.com/packaged-beverages/little-miracles-organic-teafruit-juice-blends


No rubbish / natural:

https://www.pinterest.com/pin/638103840924467006

https://www.mouthsofmums.com.au/review/raffertys-garden-smooth-range/#82HBZeIEivRDhImu.97


fun:

http://www.innocentdrinks.co.uk/us/press/release/110901-please-say-hello-to-our-juicy-drink-for-kids

http://ecobar.by/shop/snacks/frustiki-marc-fisa/frustiki-banana


Emotional, sense of style:

https://www.amazon.com/Voss-Artesian-Still-Water-Glass/dp/B001RA0NV8

http://thefoodsauce.co.uk/category/smoothie/

(after viewing above – you get a hang of what potential preference we like )


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arla brand layout guidelines

LAYOUT PRINCIPLES .
.LAYOUT SYSTEM.
.
The Arla pack design system consists of two mandatory elements:

1. THE ARLA SKYLINE
A brand carrying graphic format that exists as a ready to use artwork.

2. THE ARLA LOGO

To achieve a unified brand presence across the Arla assortment it’s important that The Skyline and Arla Logo are consistent on all Arla Benefit Platforms. To ensure this, The Skyline and Arla Logo should always be centered and placed in their fixed relationship.

SUB-BRAND NAME
In addition to the Arla logo, each Benefit Platform also include a Platform Name. This should be placed in direct relation to the Arla logo.

SKYLINE / LOGOTYPE RELATIONSHIPS.
.
To achieve good balance and consistency a fixed relationship between the Arla Skyline and logo has been predetermined. For optimal application across packaging formats different relationships are available.

ARLA LOGO - VARIANTS.
ARLA LOGO 4 COLOUR. This logo is suggested where the print is in CMYK and of a suitably high quality.